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'Brand China' damaged: Great Wall importer

﻿Establishing unknown Chinese car brands in Australia is now even harder, according to the importer of Great Wall in Australia, Ateco Automotive.

Ateco owner Neville Crichton said the current legal action between his company and Great Wall's head office in China has left a sour taste in the mouths of dealers and car buyers when it comes to Chinese vehicles.

Neither party is willing to discuss details of the issue publicly for legal reasons.

"It's done damage to brand China," said Crichton. "The dealers won't have the confidence to go back to them [Chinese vehicles] … because they got burnt."

More than 50,000 Great Walls were sold in Australia between 2009 and 2015, but the budget-priced utes and SUVs are not currently being imported, with the trickle of sales this year representing the clearing of stock.

"It's such a pity, the product is fantastic," said Crichton. "We loved the brand."

Crichton said Ateco is currently in mediation with Great Wall and is hopeful the brand will continue in Australia.

Meanwhile Cricthon's Ateco has begun importing the Chinese LDV brand, which is part of the SAIC Motor Corporation Limited conglomerate that has various joint ventures with established car brands and also has brands such as MG and Roewe.

He said LDV, which sells people mover vans and commercial vans, is gaining in popularity but "it hasn't gone as quick as we were able to get previous vehicles [to take off]".

"The damage done by Great Wall has affected the dealers … but the dealers are quick to react; as soon as they see a brand taking off they'll come back," said Crichton.

Other Chinese brands that have struggled to gain traction in Australia include Geely, Chery and Foton.